BMW Group expands Intelligent Personal Assistant with Amazon Alexa+

BMW Group announced the integration of Amazon Alexa+ into the BMW Intelligent Personal Assistant, debuting in the BMW iX3 in 2026. Learn what this means.

BMW Group is taking another step in the evolution of human–vehicle interaction by expanding the BMW Intelligent Personal Assistant with Amazon Alexa+. The enhanced voice assistant will debut in the BMW iX3 and become available with the model’s market launch in the second half of 2026 in Germany and the United States. Its first public presentation is scheduled for CES 2026 in Las Vegas.

The core change lies in the move toward a more natural form of dialogue between occupants and the vehicle. Built on the Amazon Alexa+ architecture and powered by a Large Language Model, the assistant no longer relies on predefined voice commands. Instead, it can understand context, combine multiple requests within a single sentence, and respond in a conversational manner. Drivers and passengers can control vehicle functions while asking general knowledge questions, with answers that can be directly linked to navigation or other in-car systems.

By connecting the BMW Intelligent Personal Assistant to an Amazon account, the system extends beyond the vehicle itself. Searching for and streaming music, accessing news, and using other content services become part of a unified voice experience. BMW positions this development not as a technological showcase, but as a feature designed to deliver clear added value in everyday use.

The BMW iX3 will be the first model to implement this approach. Its user interface is based on the new BMW Panoramic iDrive and BMW Operating System X, highlighting the brand’s strategic shift toward the software-defined vehicle. In this context, the voice assistant is no longer an isolated feature, but an integral element of a broader digital architecture.

For BMW, this step represents a logical continuation of a path that began with the introduction of the BMW Intelligent Personal Assistant in 2018 and continued with the integration of Amazon Alexa Custom Assistant in 2022. The transition to Alexa+ marks a qualitative leap, laying the groundwork for a gradual rollout across additional models and markets. While specific timelines and regions have yet to be announced, the underlying architecture points to a long-term strategy in which the car increasingly becomes an intelligent digital companion.